- Cult Capital has made a significant minority investment in clean color cosmetics brand Lawless Beauty
Cult Capital has made a significant minority investment in clean color cosmetics brand Lawless Beauty. Lawless Beauty — which offers clean color cosmetics focused on high-impact and full-coverage products — was founded by serial entrepreneur Annie Lawless.
And about two months after launching, Lawless Beauty was approached by Sephora — which was looking to make a push into clean color cosmetics. And the company’s products are now sold at all Sephora doors, Sephora.com, and the Lawless Beauty website.
Lawless Beauty’s positioning as a clean color cosmetics brand that doesn’t feel, sound, or look like any other clean makeup brand was the main point of attraction for Cult Capital.
Prior to launching Lawless Beauty, Annie Lawless successfully sold a stake of her previous company Suja to Coca-Cola.
“As someone who has raised capital before, I was hyper-focused on finding a partner that I was completely aligned with,” said Lawless. “I found true partnership with Sarah and the entire Cult Capital team. Cult has a deep understanding of what it takes to create a lasting brand name, and a has unique eye for the beauty space. Cult has the experience and partnership I needed to authentically scale my brand.”
This round of funding will be used for product innovation, team expansion, and marketing efforts. Plus it will be used to deepen its brand relationship with Sephora.
“We love that Annie set out to create a brand that was clean (AF), but also sexy and fun,” added Cult Capital co-founder and partner Sarah Woelfel. “Annie is such an inspiring individual and we are delighted by the opportunity to partner with her and the Lawless team. When building a Cult Brand, partnership is key, and partnership is what we found with Annie Lawless.”
Cult Capital was launched 5 years ago by Woelfel and John Kenney. The firm used to be known as JMK Consumer.
“We feel strongly that our new name, Cult Capital, better reflects the degree of differentiation that we seek in consumer companies as well as the collaborative nature of our team, process and partnership with founders,” explained Kenney.
And Cult Capital is known for investing in consumer brands that connect with their followers and have a loyal customer base. Currently, Cult Capital is partner with Supergoop!, Miyoko’s, and Jaanuu. Plus the firm also recently sold Babo Botanicals to Mustela.
